5 minute read
Strix
PROJECT DIRECTED BY Glen Newton
WRITTEN BY Laura Watling
Mark Bartlett, CEO, Strix
On the Boil
Take a look around you. Can you see a kettle nearby? Perhaps you have an instant coffee machine, or you’re a tired parent with a bottle prepper in stumbling distance. Chances are, somewhere in your home or office you have a piece of kit with a Strix component inside. Partnering with the likes of Siemens, Tefal and Tommee Tippee, Strix Group plc are the innovators behind leading controls and water technologies. Business Enquirer speaks to Strix CEO, Mark Bartlett, about the business’s rise to success.
The history of Strix dates back to the invention of thermostat control technology by Eric Taylor. Under the name of Castletown Thermostats (a subsidiary of Otter Controls at the time), Eric Taylor first designed the thermostat technology to maintain the proper temperature of the heated flight suits worn by RAF pilots in World War II.
Now, every kettle has the technology pioneered by Mr Taylor.
The business undertook its name of Strix in 1981, under the mentorship of Dr John Taylor, son of the founder. Throughout its history, the business has proudly remained headquartered in the Isle of Man.
Having been under the management of Mark Bartlett for five years, Strix is undertaking a growth phase. Mark and his team are committed to doubling the business turnover through organic growth by 2025.
Strix
Found in homes the world over
With a 56% value share of the kettle controls market, you are likely to have had contact with a Strix product.
Today, around 80% of the company’s output is kettle controls, but during its 70+ years in business it has also expanded into water filtration and purification innovation. “We are the global leader in the design, manufacture and supply of kettle safety controls and complementary water temperature management components, appliances and water filtration products,” explained Mark.
Strix works with over 200 OEMs, and as such, its products are sold through around 450 retailers worldwide.
“Products with our technology are used roughly 1.5 billion times a day,” shared Mark, “our mission is to develop innovative products that allow consumers to live a safer, more enjoyable and sustainable life.”
Strategic acquisitions for a strong future
As well as manufacturing its component technology, Strix has three key consumer brands - Astrea, LAICA, and Aqua Optima. Acquisition of these brands has formed part of Strix’s strategic growth.
The acquisition of Astrea was part of a wider buyout of the assets of HaloSource, which Mark explained had a three-pronged attraction.
“With the acquisition of the HaloSource assets, we acquired two innovative products which really add to our business offering - Astrea and HaloPure,” he said.
Astrea uses pioneering technology to produce filtering bottles, which reduces lead, pharmaceuticals and more than 20 contaminants. It also lessens the need for single-use plastic, applying to Strix’s sustainability mission.
Manufacturing Feature
Manufacturing Feature
Strix
Meanwhile, the HaloPure filtration technology firstly eliminates any microorganisms in the water, then releases hypobromous acid to maintain ongoing microbial control. This can be used in agriculture, disinfection and healthcare.
“Above all, what we also acquired was knowledge and experience,” shared Mark, “HaloSource are the experts in research and development in this field, so we’re really pleased that they are now part of the Strix team”.
The acquisition of Italian firm, LAICA, gave Strix access to the Italian market.
LAICA, which has been an established brand for nearly 50 years, specialises in high quality small household appliances.
“LAICA’s ethos was also a great fit for us,” explained Mark, “its a brand committed to enhancing everyday life and improving family wellbeing”.
Acquisitions of HaloSource and LAICA came with additional manufacturing facilities for Strix in Shanghai and Italy, respectively.
As well as the firm’s acquisitions, it has made other developments to aid in its growth.
“During the COVID-19 pandemic we managed to consolidate our factories in China, building and launching a new facility within 14 months,” shared Mark, “It was a fantastic achievement by our team in China who executed this on time and on budget, despite the challenges.”
The Chinese manufacturing facility adds to the sites in Shanghai and Italy, as well as Strix design and manufacturing operations in the Isle of Man.
A royally good product
Research indicates that around £300 million is wasted per year in the UK by boiling water that is never used. Reported in 2019, the average kettle uses around 6% of all the electricity supplied to British homes.
In answer to this, Strix launched its innovative product, Aurora (under the Aqua Optima brand), in June 2021.
“Aurora is a water station able to provide true boiled, filtered and chilled water,” said Mark, “the precise volume delivery avoids wasting energy in the boiling and chilling process.”
Strix, which has been the recipient of four Queen’s Awards for Enterprise, featured in The Official Platinum Jubilee Pageant Commemorative Album.
Robots on the Strix production line
Strix
Reaching Net Zero
As demonstrated by products such as the Aurora, Strix is driven by sustainability.
“We have considerable sustainability goals for the business, which includes being carbon net zero by 2023,” shared Mark. Showing its focus in this area, Strix are on target to reach net zero by the end of 2022.
“We have a culture of sustainability at Strix and offset less than 5%. We’ve implemented solar panels at our new factory in China and we recirculate the boiling water we use in our product testing process in the Isle of Man,” explained Mr Bartlett.
The proof is in the pudding
Strix are four times larger than it’s competitors, and it’s factories are 73% automated, something which Mark believes to be unique to the industry.
“What really sets us apart though is our people. Across the globe our team is tremendous - everyone committed to our goals and knowledgeable about our products,” he said.
Since Mark’s tenure, Strix has built strong foundations to reach its ambitious growth targets.
“We have a great opportunity here, both from a product development perspective and from financial business growth,” he said, “now, it’s time to execute it.”
www.strix.com
Manufacturing Feature
